The BMW Consumer Brand Case: Perception from Asian developing countries
Members:
Chu Thach Thao, Pathustan Bhakdinarinath, Tee Zhi Jie, Htoo Htet Aung, Chen Xiao Han, Kong Wen Yao
Our project main objectives are to investigate the perspectives on BMW cars in term of logo and performance based on respondents’ gender and culture as well as to seek for their behavior towards the BMW recall recently. In order to have an in-depth understanding about this topic, the focus has been on (1) primary data resou rces such as journal articles, books and media resources (2) descriptive questionnaire survey which respondents are selected randomly from Asian developing countries such as Malaysia, Thailand, Vietnam, Myanmar and China. In our findings, we emphasis on articles those are relevant to Hofstede cultural dimensions, Asian visual of arts, color and shape perception along with how product recall affects customers purchase intention. A mixed research design of quantitative and qualitative was used in this study. The sampling size that our group targeted is 300 respondents in order to satisfy the objectives supporting by the precise data and detailed respondents’ information.
